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What Happened to Shnuggle After Dragons’ Den?

Shnuggle appeared on Dragons’ Den in 2017, Series 14 Episode 14. The business was a baby bath and bed products. They secured investment from Touker Suleyman on the show. The business is still active today.

The Pitch

Sinead and Adam Murphy walked into the Den in 2017 with a baby bath and bed products. They were asking for £75,000 (received 100,000) in exchange for 25% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Touker Suleyman offered £75,000 (received 100,000) for 25% (If targets are met in one year, 10% can be bought back.), and Sinead and Adam Murphy accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Shnuggle is one of those Den stories that actually lasted. Having appeared on the show back in 2017, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Shnuggle Still in Business?

Yes. Shnuggle appears to still be trading. Companies House records confirm the business is currently active.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Comb and Blade, Nutrifiz Ltd, Sanitary Owl, Snugs Earphones (renamed Snugs Custom-Fit). Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
NI601295
Registered Name
SHNUGGLE LTD
Incorporated
2009-11-13
Company Type
ltd
SIC Codes
46499, 47789
Registered Address
17 Jubilee Road, Newtownards, BT23 4YH, Northern Ireland
Accounts
total-exemption-full (period ending 2025-04-30)
Latest Financials
Total Assets Less Liabilities
£1238228
Employees
0
Period
2024-05-01 to 2025-04-30
Officers
  • CURRAN, Sean Martin — director
    7, Ballymenoch Lane, Holywood, BT18 0EF, Northern Ireland
  • MCQUILLAN, Michael — director
    16, Shnuggle Stetrick House, Jubilee Road, Newtownards, BT23 4YH, Northern Ireland
  • MURPHY, Adam — director
    17, Jubilee Road, Newtownards, BT23 4YH, Northern Ireland
  • MURPHY, Sinead Una — director
    17, Jubilee Road, Newtownards, BT23 4YH, Northern Ireland
  • HARVEY, Stuart — director (resigned 2019-09-25)
    Orchard House, Friars Glen, Old Church Lane, Aghalee, Craigavon, County Armagh, BT67 0DA, Northern Ireland
  • MCGOWAN-SMYTH, Robert William — director (resigned 2025-07-04)
    7, Upper Crescent, Belfast, BT7 1NT, Northern Ireland
  • MURPHY, Adam — director (resigned 2009-11-13)
    6, Bowland Heights, Newtownards, BT23 8SA, Northern Ireland
← Series 14 ← Episode 14